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1. Best Use of Emerging Platform by Airline
FinalistEntries
Awards for Excellence in Social Media 2014

2. Awards for Excellence in Social Media 2014
Best Use of Emerging Platform by Airline
Finalist

3. BEST USE OF
EMERGING PLATFORM
(CASE STUDIES)

4. case study: Air New Zealand postcard project
The AirNZ Fairy was created in 2009 in the beautiful
Fairyland as the Airpoints Fairy. She became the AirNZ
Fairy in 2011 and began surprising and delighting
her followers on Twitter and Facebook by granting all
kinds of wishes. These surprises include giving away
Koru Lounge passes, flights, silver and gold status,
airpoints, tees, lollies, competition prizes and so much more.
Fairy was officially launched on our Chinese social media
platform, Weibo as in 2013.
We developed a campaign for AirNZ Fairy to bring her
to life by printing customised Fairy postcards for followers
who participated in and won a competition. This competition
required entrants to submit three sentences summarising
their 2013, or three lines sending wishes for 2014.
All winners received a physical AirNZ Fairy postcard
sent to them from New Zealand, personalised with
hand written AirNZ Fairy wishes. We reached more than
1.1 million Weibo users and received 2,044 valid entries.
We picked 100 winners during the two phased activity
periods. Followers who received a postcard were very
excited to share this news and a prize photo of the
postcard with their online followers.

5. On Weibo the highest amount of engagement and online
activity occurs during the Chinese New Year period.
We connect to the powerful Chinese and other Asian
societies’ traditions and customs with the “red envelope”.
A red envelope is a gift which is given during holidays
and special occasions to invite prosperity and good
fortune into people’s lives. We utilised the red envelope
theme by running an online competition to engage with
the Asian online community.
Mechanism:
Followers went to the “AirNZ – Make Your Red Envelopes
Fly” Weibo Page and clicked “Open Red Envelope” to enter
the draw. During the competition, which lasted a month,
59, 064 Weibo users took part in our prize draw and
Air New Zealand gained 5, 805 new followers.
Air New Zealand received 4, 647, 752 brand exposure
(impressions) a month.
case study: make your red envelopes fly

6. THANK YOU

7. Awards for Excellence in Social Media 2014
Best Use of Emerging Platform by Airline
Finalist

8. 1
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Best!Use!of!Emerging!Pla2orm!
by!an!Airline!

9. 2
Aer Lingus on Snapchat?
• It is our brand’s playful personality speaking.
• It’s present and in the here and now.
• Users get to go behind-the-scenes.
• We offer a diverse range of mobile-first, novel
content.
But first, let me take
a selfie

10. 3
Results?
• Fans capture the exclusive content on Snapchat
and post it across other platforms for all to see.
• We’re building relationships with future customers.
• Low cost and reaches a large audience.
• It’s serious fun!

11. Awards for Excellence in Social Media 2014
Best Use of Emerging Platform by Airline
Finalist

14. Awards for Excellence in Social Media 2014
Most Creative Campaign by Airline
Finalist

15. Turkish Airlines
Best Use of Emerging Platform by Airline
SimpliFlying Awards 2014 Presentation Pitch

16. Turkish Airlines on Instagram

17. #InstaMeetTK0001
We invited six of the world’s most famous Instagram
photographers to Istanbul with a single purpose:
capturing and sharing the beauty of the city.
The 6 photographers shared 73 photos of Istanbul
with their pool of over 3.5 million followers in total,
receiving over 1.3 million likes.
Users were then invited to share scenes from their
own cities using #MyPic4TK for a chance to win
Business Class flight tickets, resulting in the
participation over 1.300 users.

18. Awards for Excellence in Social Media 2014
So, which do you like best?
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